当金融遇见公益：上海农商银行“心家园”如何用三原色调出城市美好图景？

Core Viewpoint - Shanghai Rural Commercial Bank emphasizes the integration of financial services with emotional value for customers, aiming to create a service-oriented bank that enhances community welfare and social governance through its "Heart Home" public service project [3][4]. Group 1: Community Engagement - The "Heart Home" project, launched in December 2022, aims to integrate social resources and address community needs, achieving full coverage across 216 streets and towns in Shanghai with over 1,000 public service stations [3][4]. - The bank's initiatives include cultural activities, such as promoting local heritage through performances and educational programs, enhancing community engagement and cultural awareness [6][7]. - The bank collaborates with local organizations to provide various services, including financial safety education and cultural events, fostering a sense of belonging among community residents [7][8]. Group 2: Elderly Care Services - The bank has established partnerships with local elderly care centers to create "Heart Home" stations that offer services like health lectures and financial safety workshops tailored for seniors [8][10]. - Initiatives such as the "Farm Products Purchase" program allow elderly residents to access fresh produce directly, demonstrating the bank's commitment to their well-being beyond financial services [8][10]. - The "Heart Home" stations also serve as platforms for educating seniors about financial fraud prevention, enhancing their financial literacy and security [10]. Group 3: Business Support in Technology Parks - The bank has set up "Heart Home" stations in technology parks to provide tailored financial and legal consulting services to businesses, addressing diverse needs across various industries [11][12]. - Monthly themed events are organized to deliver policy insights and financial solutions, facilitating connections between technology firms and investment opportunities [12]. - The "Heart Home" initiative has hosted over 1,000 events monthly, serving more than 3 million people, reflecting a shift from traditional financial service provision to community value creation [12].